Uniqlo has gone viral again in China, with crazed customers rushing into shops, fighting for new T-shirt crossover KAWS. On shelf, online, for just 1 day, the canvas bags were all sold out on Taobao, while the T-shirts go for double the price on other, unofficial shopping platforms.
优衣库在中国再次走红，疯狂的顾客涌入商店，争夺新的T恤跨界KAWS。 在货架上，网上，仅仅1天，帆布包在淘宝上全部售罄，而T恤的价格是其他非官方购物平台的两倍。
As widely covered by local media, on release day, Chinese consumers waited in lines for its opening, jostled through the doors to rush in and grab any T-shirts, regardless of their size or patterns. Sprinting as if running a short-distance race, they even ignore phones dropping to the floor. Two consumers fought together for one last T-shirt. Some even took the clothes off dummies. Liao Xinzhong, a Taiwanese writer, observed that the scene resembled a “zombie invading city”.
正如当地媒体广泛报道的那样，在发布当天，中国消费者排队等待其开业，推门冲进去抢任何T恤，无论其尺寸或图案如何。 像跑短距离比赛一样冲刺，他们甚至无视掉在地上的手机。 两位消费者为了最后一件T恤一起争斗。 有些人甚至把衣服脱掉了。 台湾作家廖新忠观察到，这一幕就像一个“僵尸入侵的城市”。
In fact, neither did some people know what KAWS was when they bought it, nor were they necessarily big fans of Uniqlo. Online celebrity, Answer82405, shot a video about spotting people fighting for KWAS T-shirts in Uniqlo. From young people to middle-aged women, they all came and grabbed a basketful of shirts, even though they were told one can only buy a maximum of two products.
事实上，有些人在购买KAWS时也不知道它是什么，也不一定是优衣库的忠实粉丝。 网络名人Answer82405拍摄了一段视频，讲述了在优衣库发现人们为KWAS T恤而战。 从年轻人到中年妇女，他们都来抢了一篮子衬衫，尽管他们被告知一个人最多只能买两种产品。
Consumerism in China has been taken advantage of by luxury companies to create panic among shoppers and to garner more attention. The reason why people purchase stuff is not that they really need it or like it, but because “my idol wears it”, or “some fashion blogger recommended it”, said Answer82405.
奢侈品公司利用中国的消费主义在购物者中制造恐慌，吸引更多注意力。 Answer82405说，人们购买东西的原因不是他们真正需要它或喜欢它，而是因为“我的偶像穿着它”，或者“一些时尚博主推荐它”。
Today’s youngsters are more aware of self-expression and fashion is seen as the easiest way to show one’s charisma. Many believe it is getting out of hand. Last year, HYPEBEAST, a fashion media, made a video about the development of Chinese fashion culture and the essence of the fashion business.
今天的年轻人更了解自我表达，时尚被视为展示魅力最简单的方式。 许多人认为它已经失控了。 去年，时尚媒体HYPEBEAST制作了一段关于中国时尚文化发展和时尚业务本质的视频。
Himm Wonn, the manager of DOE, a Shanghai fashion outlet, has observed, “Nowadays, many people try to prove themselves or express themselves in the name of street culture. Though, fashion culture in China [is] ‘sic’, because most business people choose to make money out of it, instead of really building up a good brand. In fact, what we lack is not material or money; what we lack is the accumulation of knowledge”.
上海时尚奥特莱斯DOE的经理Himm Wonn观察到：“如今，许多人试图以街头文化的名义证明自己或表达自己。 然而，中国的时尚文化[是]“sic”的，因为大多数商人选择从中赚钱，而不是真正建立一个好品牌。 事实上，我们缺少的不是物质或金钱；我们缺少的是知识的积累。”
It was the same case in early March this year, when the Cats’ Paw cup from Starbucks was insanely priced at ¥888 each, or more, on Taobao. The cup was promoted on Tictok and Weibo to first convince elegant office ladies that they needed such a status symbol.
今年3月初的情况也是如此，当时星巴克的猫爪杯在淘宝上以每杯888日元或更高的价格疯狂地出售。 杯子在抖音和微博上被推广，首先让优雅的办公室女士相信她们需要这样的地位象征。
Uniqlo wisely cooperating with KAWS this time exactly meets the need of Chinese consumers. ¥99 for a luxury logo? Worth it! Yet, their choices are made by what they are told, no longer by personal deliberation.
优衣库这次明智地与KAWS合作，完全满足了中国消费者的需求。99元的豪华标志？ 值得！ 然而，他们的选择是由他们被告知的做出的，而不是由个人的考虑。
